Overview

"Book makeup on the go, anytime, anywhere."

Blushup is a New York-based startup partnering with top makeup brands and retailers to help customers book makeup appointments throughout the NYC area. Our mission was to design a responsive website to improve the process of booking a makeup appointment. In order to differentiate from other competitors, we focused on functionality and usability while creating a more delightful and meaningful experience.

Overview

"Book makeup on the go, anytime, anywhere."

Blushup is a New York-based startup partnering with top makeup brands and retailers to help customers book makeup appointments throughout the NYC area. Our mission was to design a responsive website to improve the process of booking a makeup appointment. In order to differentiate from other competitors, we focused on functionality and usability while creating a more delightful and meaningful experience.

Opportunity: The make up service market is already mature and competitive, and users can find affordable and various makeup booking services.

Glam Squad: connects users with home-visit artists.

Styleseat conntcts users with beauty salons.

Sephora connects users with in-house artists.

However, there is no service in the market currently connecting users to major makeup brands in department stores or brand boutiques, which can help users who need reliable services and need resources for different styles and price options.

Opportunity: The makeup service market is already mature and competitive, and users can find affordable and various makeup booking services.

Glam Squad: connects users with home-visit artists.

Styleseat: connects users with beauty salons.

Sephora: connects users with in-house artists.

However, there is no service in the market currently connecting users to major makeup brands in department stores or brand boutiques, which can help users who need reliable services and need resources for different styles and price options.

The Discovery

Competitive Analysis

Our first discovery phase started from researching comprehensive and simplified booking tools, such as OpenTable and Zocdoc. Both are focused on task completion and users can book their appointments simply by searching locations, date and time. Their seamless booking process influenced the overall navigation of our design. We also identified direct competitors that provide affordable and accessible makeup booking services. This phase helped us to identify the business opportunity and key features to implement to our design.

The Discovery

Competitive Analysis

Our first discovery phase started from researching comprehensive and simplified booking tools, such as OpenTable and Zocdoc. Both are focused on task completion and users can book their appointments simply by searching locations, date and time. Their seamless booking process influenced the overall navigation of our design. We also identified direct competitors that provide affordable and accessible makeup booking services. This phase helped us to identify the business opportunity and key features to implement to our design.

Initial Research

We conducted user interviews with 5 women who have booked their makeup services. Our focus was validating the demand for our service and understanding users' needs, behaviors and pain points. Also, we asked about their brand preferences and other booking services they use in order to get insights about an ideal booking service.

Initial Research

We conducted user interviews with 5 women who have booked their makeup services. Our focus was validating the demand for our service and understanding users' needs, behaviors and pain points. Also, we asked about their brand preferences and other booking services they use in order to get insights about an ideal booking service.

Key Findings

In our research, we learned that users need the ability to filter their search by location, date, time and brand. We also found that users are nervous about getting their makeup done without knowing what the outcome will be. Given that most of users prefer phone booking, we learned that providing more personalized customer service and establishing trust is the key to success.

Key Findings

In our research, we learned that users need the ability to filter their search by location, date, time and brand. We also found that users are nervous about getting their makeup done without knowing what the outcome will be. Given that most of users prefer phone booking, we learned that providing more personalized customer service and establishing trust is the key to success.

Initial Design

Upon the request of our client, the initial design was influenced by OpenTable and Zocdoc, and we created a simple navigation to help users book their appointments by searching locations, date and time. We also added an option to search by brand after identifying the need from the user interviews.

Initial Design

Upon the request of our client, the initial design was influenced by OpenTable and Zocdoc, and we created a simple process to help users book their appointments by searching locations, date and time. We also added an option to search by brand after identifying the need from the user interviews.

Insights from user testing

The first round of user testing revealed that a new user needed to develop a higher level of trust to book a makeup appointment as opposed to a dinner reservation. We conducted 6 user tests and they were confused about many components during the process. Most of them were not familiar with the company, and they hesitated to move on to a booking process without fully understanding the service. It was essential to educate users about the company and service before leading them to the booking process.

Insights from user testing

The first round of user testing revealed that a new user needed to develop a higher level of trust to book a makeup appointment as opposed to a dinner reservation. We conducted 6 user tests and they were confused about many components during the process. Most of them were not familiar with the company, and they hesitated to move on to a booking process without fully understanding the service. It was essential to educate users about the company and service before leading them to the booking process.

The Second Phase of Research

Make it delightful and meaningful

The findings from the first round of user testing encouraged us to conduct more user research to further understand users’ motivations and emotions while getting a makeup. During the second phase of research, we aimed to understand “what is the most delightful experience to users?” After talking to 5 users and 2 makeup artists, we defined three experiences: fun day, girl time and feeling confident.

The Second Phase of Research

Make it delightful and meaningful

The findings from the first round of user testing encouraged us to conduct more user research to further understand users’ motivations and emotions while getting a makeup. During the second phase of research, we aimed to understand “what is the most delightful experience to users?” After talking to 5 users and 2 makeup artists, we defined three experiences: fun day, girl time and feeling confident.

“what is the most delightful experience to users?”

We realized getting makeup is not just just a task, but a whole experience. Users described chatting with salespeople who listened to their needs, taught them how to do make up and made them feel comfortable, like having girl time with a friend. Based on our user testing and second phase of research, we decided to emphasize an experience that is friendly, trustful and fun.

Getting make up is not just just a task, but a whole experience. Users described their delightful experiences chatting with salespeople who listened to their needs, taught them how to do make up and made them feeling comfortable. Like having girl time with a friend.

Personas

Our additional interviews also helped us to designate different persona types and aligned these with our design strategy. Our primary persona would be a frequent user who gets makeup done often for social events and is very knowledgeable about makeup. Our secondary persona is very minimal and not confident with makeup, so she heavily relies on customer service. The tertiary persona is the one who knows exactly what she wants because she researches thoroughly before making decisions for her makeup services. We prioritized features that are needed for each persona.

Personas

Our additional interviews also helped us to designate different persona types and aligned these with our design strategy. Our primary persona would be a frequent user who gets makeup done often for social events and is very knowledgeable about makeup. Our secondary persona is very minimal and not confident with makeup, so she heavily relies on customer service. The tertiary persona is the one who knows exactly what she wants because she researches thoroughly before making decisions for her makeup services. We prioritized features that are needed for each persona.

The Design

Like a Best Friend

We made drastic changes on content, tone and style to add more personality and create a more delightful and meaningful experience. We emphasized fun and friendly pictures with concise, personal copy to engage millennial users.

The Design

Like a Best Friend

We made drastic changes on content, tone and style to add more personality and create a more delightful and meaningful experience. We emphasized fun and friendly pictures with concise, personal copy to engage millennial users.

Home screen

Instead of asking users to fill out a booking form on the home screen, we provided information about the company and service first to build trust and help them feel comfortable about using the service.

Home screen

Instead of asking users to fill out a booking form on the home screen, we provided information about the company and service first to build trust and help them feel comfortable about using the service.

Original screen

Original screen

Final home screen

Final home screen

Main user journey - search by a location and time

Main user journey - search by a location and time

Booking process

Booking process

Secondary user journey - search by a brand

Our main navigation guides the user through booking an appointment by searching for a location. We added the feature of searching by a brand because some users who are loyal to certain brands wanted the option.

Secondary user journey - search by a brand

Our main navigation guides the user through booking an appointment by searching for a location. We added the feature of searching by a brand because some users who are loyal to certain brands wanted the option.

Next steps

Blushup has endless potential to provide a more delightful experience. A lot of users expected to have a filtering system to research makeup styles and a feature to search by artists. Other needs include tutorials and personalized services including leaving notes, having a chat with professionals, etc. I look forward to further researching and designing for this business.

Next steps

Blushup has endless potentials to provide more delightful experience. A lot of users expected to have a filtering system to research make-up styles and searching by artists. Also, there are needs of tutorials and personalized services including leaving notes, having a chat with professionals, etc. I look forward to further researching and designing for this business.